customer-onboarding-playbook

# Customer Onboarding Playbook

## Overview

Transform customer onboarding from a checklist exercise into a value-realization engine. This skill encodes the milestones, health signals, and intervention frameworks that separate successful implementations from churned customers. The first 90 days determine whether a customer becomes a champion or a churn risk.

## When to Use This Skill

- **Program design** — Building or improving onboarding frameworks
- **Individual onboarding** — Executing onboarding for a specific customer
- **Health assessment** — Evaluating customer progress and risk
- **Risk intervention** — Responding to struggling implementations
- **Handoff management** — Transitioning from onboarding to ongoing success
- **Retrospectives** — Analyzing onboarding outcomes

## Onboarding Architecture

### The Value Ladder Framework

Onboarding is not about feature training—it's about climbing the value ladder:

```
Level 5: Expanded Value (Champion status, expansion ready)
    ↑
Level 4: Realized Value (Outcomes achieved, ROI visible)
    ↑
Level 3: Habitual Use (Daily/weekly usage patterns established)
    ↑
Level 2: First Value (Initial success moment experienced)
    ↑
Level 1: Activated (Account configured, first login complete)
    ↑
Level 0: Signed (Contract signed, not yet started)
```

**Goal:** Move every customer from Level 0 to Level 4 within onboarding period. Level 5 is post-onboarding success.

### Onboarding Phases

| Phase | Timeline | Objective | Exit Criteria |
|-------|----------|-----------|---------------|
| **Kickoff** | Day 1-7 | Align on goals, assign resources | Success criteria defined, project plan approved |
| **Configuration** | Week 1-3 | Technical setup, data migration | System configured, integrations working |
| **Enablement** | Week 3-5 | User training, workflow setup | Key users trained, workflows documented |
| **Activation** | Week 5-8 | Drive initial usage, first value | First value milestone achieved |
| **Optimization** | Week 8-12 | Refine, expand, measure outcomes | Success metrics met, handoff ready |

## Milestone-Based Onboarding

### Day 1 Milestone: Kickoff Complete

**Activities:**
- [ ] Kickoff call conducted with executive sponsor
- [ ] Success criteria documented and agreed
- [ ] Project timeline confirmed
- [ ] Key stakeholders identified and introduced
- [ ] Communication cadence established
- [ ] Technical requirements gathered

**Kickoff Agenda Template:**
1. Introductions and roles (10 min)
2. Business objectives recap (15 min)
3. Success criteria definition (20 min)
4. Timeline and milestones review (10 min)
5. Resource and access requirements (10 min)
6. Next steps and action items (5 min)

**Success Criteria Documentation Format:**

| Objective | Metric | Target | Timeline | Measurement Method |
|-----------|--------|--------|----------|-------------------|
| Reduce manual data entry | Hours saved per week | 10 hours | Day 60 | User survey |
| Improve response time | Average response time | <2 hours | Day 90 | System analytics |
| Increase visibility | Stakeholder satisfaction | 8/10 | Day 90 | NPS survey |

### Day 7 Milestone: Technical Foundation

**Activities:**
- [ ] Account provisioned with correct tier/features
- [ ] Admin users created and trained
- [ ] SSO/authentication configured (if applicable)
- [ ] Core integrations connected
- [ ] Data migration plan finalized
- [ ] Security review completed

**Technical Readiness Checklist:**

| Component | Status | Owner | Blocker? |
|-----------|--------|-------|----------|
| User provisioning | ✓ Complete | IT Admin | No |
| SSO integration | In Progress | IT Security | Pending firewall rule |
| CRM sync | Not Started | Sales Ops | Awaiting API key |
| Data import | In Progress | CS Team | Formatting issues |

### Day 30 Milestone: First Value

**Definition:** Customer has experienced a meaningful success moment that demonstrates product value.

**First Value Examples by Product Type:**
- **Analytics tool:** First insight that led to a business decision
- **Automation tool:** First workflow that saved measurable time
- **Communication tool:** First successful customer interaction
- **Sales tool:** First deal influenced by the product

**Activities:**
- [ ] Core use case configured and tested
- [ ] Key users completed training
- [ ] First workflow/process executed successfully
- [ ] Customer confirms value moment verbally
- [ ] Quick win documented

**First Value Verification Questions:**
- "Can you point to a specific moment where you felt the product delivered value?"
- "What would happen if we took this away tomorrow?"
- "Have you told anyone internally about your experience so far?"

### Day 60 Milestone: Habitual Use

**Definition:** Product is embedded in daily/weekly workflows for key users.

**Habitual Use Indicators:**
- [ ] DAU/WAU meets target for customer segment
- [ ] Multiple users active (not just admin/champion)
- [ ] Usage patterns are consistent (not sporadic)
- [ ] Users accessing without prompting
- [ ] Feature adoption breadth increasing

**Activities:**
- [ ] Usage analytics reviewed with customer
- [ ] Additional use cases identified
- [ ] Power user group established
- [ ] Best practices documented for their context
- [ ] Internal champion identified and engaged

### Day 90 Milestone: Value Realized

**Definition:** Customer can articulate specific outcomes achieved.

**Value Realization Evidence:**
- [ ] Success metrics measured against targets
- [ ] Customer can articulate ROI in their own words
- [ ] Internal stakeholders aware of success
- [ ] Reference/case study conversation possible
- [ ] Expansion opportunities identified

**Activities:**
- [ ] Success review meeting with executive sponsor
- [ ] Metrics documentation completed
- [ ] Handoff to CSM scheduled
- [ ] Renewal health assessment completed
- [ ] Expansion discussion initiated (if appropriate)

## Health Scoring Model

### Onboarding Health Score Components

| Dimension | Weight | Healthy | Warning | Critical |
|-----------|--------|---------|---------|----------|
| **Milestone Progress** | 30% | On/ahead of schedule | 1-2 weeks behind | >2 weeks behind |
| **Engagement** | 25% | Champion responsive, exec engaged | Delays in responses | No exec engagement |
| **Usage Adoption** | 25% | Meeting adoption targets | Below target | Minimal/no usage |
| **Technical Health** | 10% | No blockers | Workarounds in place | Integration failures |
| **Sentiment** | 10% | Positive feedback | Neutral/quiet | Complaints, frustration |

### Health Score Calculation

**Formula:**
```
Health Score = (Milestone × 0.30) + (Engagement × 0.25) + (Usage × 0.25) + (Technical × 0.10) + (Sentiment × 0.10)
```

**Score Interpretation:**
- **85-100:** Healthy — Continue standard playbook
- **70-84:** Needs Attention — Increase touch frequency, investigate gaps
- **50-69:** At Risk — Escalate, executive intervention required
- **Below 50:** Critical — Emergency response, churn likely without intervention

### Weekly Health Assessment Questions

1. Is the customer responding to communications within 48 hours?
2. Have we made progress toward the next milestone?
3. Are users logging in and using core features?
4. Has the champion expressed satisfaction or concern?
5. Are there any unresolved technical blockers?

## Risk Identification and Intervention

### Early Warning Signs

| Signal | Risk Level | Response |
|--------|------------|----------|
| Executive sponsor no-show at kickoff | High | Escalate, reschedule with mandate |
| Champion goes dark (no response 5+ days) | High | Multi-channel outreach, find alternate contact |
| Technical blockers unresolved 2+ weeks | Medium | Escalate to engineering, offer workaround |
| Training attendance below 50% | Medium | Reschedule, make mandatory via sponsor |
| Usage below 25% of target at Day 30 | High | Value review meeting, identify barriers |
| Negative sentiment in communications | Medium | Direct conversation, address concerns |
| Key stakeholder departure | Critical | Emergency sponsor meeting |

### Risk Response Playbooks

#### Playbook: Unresponsive Champion

**Trigger:** No response to 2+ outreach attempts over 5+ business days

**Actions:**
1. Try alternate channels (call, text, LinkedIn)
2. Reach out to other known contacts
3. Email executive sponsor with concern
4. If no response in 3 more days, escalate to sales rep
5. Document all attempts in CRM

**Communication Template:**
> Hi [Name],
>
> I've tried to reach you a few times and want to make sure everything is okay with your implementation. I know things get busy, but we're at a critical point in your onboarding and I want to ensure we stay on track for [their goal].
>
> Can you let me know if you're still engaged with this project? If priorities have shifted, I'd rather discuss that directly than let things stall.
>
> If you're not the right contact anymore, please point me to who I should work with.

#### Playbook: Low Usage Adoption

**Trigger:** Active users or usage frequency below 50% of target at Day 30+

**Actions:**
1. Pull usage analytics by user
2. Identify who IS using vs. who ISN'T
3. Schedule usage review call with champion
4. Conduct user interviews to understand barriers
5. Adjust training or workflow approach
6. Set weekly usage check-ins until target met

**Discussion Questions:**
- "Which team members are using the product? Which aren't?"
- "What's getting in the way of daily use?"
- "Is the training format working for your team?"
- "Are there features you're not using because they're unclear?"

#### Playbook: Technical Blocker

**Trigger:** Integration or technical issue unresolved for 1+ week

**Actions:**
1. Document issue with technical detail
2. Escalate to technical support/engineering
3. Communicate status to customer with timeline
4. Offer workaround if possible
5. Check in every 48 hours until resolved
6. Adjust milestone timeline if necessary

## Handoff Process

### Handoff Readiness Criteria

Before transitioning from onboarding to ongoing success:

| Criteria | Evidence Required |
|----------|-------------------|
| Value demonstrated | Success metrics documented, customer confirms |
| Usage established | 30 consecutive days of target usage |
| Champion identified | Active internal advocate named |
| Health score stable | 80+ for 2 consecutive weeks |
| Expansion potential assessed | Opportunity documented or disqualified |
| Relationship strong | Positive NPS or verbal confirmation |

### Handoff Meeting Agenda

**Attendees:** Outgoing onboarding manager, incoming CSM, customer champion

1. **Introductions** (5 min)
2. **Journey recap** (10 min) — Onboarding manager summarizes implementation
3. **Success metrics review** (10 min) — Current status vs. original goals
4. **Account priorities** (10 min) — Customer shares upcoming priorities
5. **Relationship transition** (10 min) — CSM introduces engagement model
6. **Open items handover** (5 min) — Any pending issues or opportunities

### Internal Handoff Documentation

Transfer these to CSM:

- [ ] Success criteria and current status
- [ ] Key contacts with relationship notes
- [ ] Communication preferences
- [ ] Historical health scores and flags
- [ ] Technical architecture overview
- [ ] Known issues or sensitivities
- [ ] Expansion opportunities identified
- [ ] Renewal risk factors (if any)

## Segmented Playbooks

### High-Touch (Enterprise)

**Characteristics:** High ACV ($50K+), complex implementation, multiple stakeholders

**Approach:**
- Dedicated onboarding manager
- Weekly status calls
- Executive sponsor engagement
- Custom training sessions
- On-site kickoff (optional)
- 90-day onboarding period

**Success criteria emphasis:** Strategic outcomes, executive satisfaction, multi-department adoption

### Mid-Touch (Mid-Market)

**Characteristics:** Medium ACV ($10-50K), standard implementation, defined use case

**Approach:**
- Shared onboarding team
- Bi-weekly calls
- Champion-led internal training
- Group webinar training
- 60-day onboarding period

**Success criteria emphasis:** Time-to-value, user adoption rates, operational efficiency

### Tech-Touch (SMB/Self-Serve)

**Characteristics:** Lower ACV (<$10K), simple setup, individual or small team

**Approach:**
- Automated onboarding sequences
- On-demand training resources
- Office hours for Q&A
- In-app guidance
- 30-day onboarding period

**Success criteria emphasis:** Self-serve activation, feature discovery, support ticket volume

## Resources

### references/
- **milestone-templates.md** — Detailed milestone definitions by segment
- **health-scoring-guide.md** — Complete health scoring methodology
- **intervention-playbooks.md** — Full playbooks for all risk scenarios
- **communication-templates.md** — Email and call templates for every stage

### scripts/
- **health-score-calculator.py** — Generates health scores from input metrics
- **milestone-tracker.py** — Tracks and alerts on milestone progress

### assets/
- **kickoff-deck-template.pptx** — Customer-facing kickoff presentation
- **success-plan-template.xlsx** — Success criteria and tracking document
- **handoff-checklist.xlsx** — Internal handoff documentation template